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This morning, the folks at Copyranter posted some ads for the Chicago Tribune created by Canadian-based ad agency Juniper Park. We clicked around and found a complete set over at Ads of the World. The ads are pretty eye-catching, even if the copy on a few of the ads is a bit clunky, and stress the Trib's investigative reporting. [While the Trib always does good investigative reporting work - being at the center of last winter's Blago affair helped - we can't help but think that the city's best investigative reporting this year has actually been done by Mick Dumke and Ben Joravsky over at The Reader.] We spoke with a rep at Juniper Park who confirmed the ads had run (we're still awaiting PR info pertaining to the markets where the ads are running and we place an email to the Tribune).
The ads come as both the Trib and Sun-Times reported drops in circulation, declines that followed national trends.
So what do you think? Have you seen them around town? Do the ads work for you? As always, share your opinions in the comments.
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I think the copy is too long and not really to the point.
But I'm no ad-wizard.
Looks good though.
Agreed on the copy length. The one with the greased palms gets it. The rest will be ignored.
Agree. That one about the schools is worded a little clunky. And they're touting their work as a "guardian of the city" seems a little suspect, given that they don't seem to put a strong emphasis on local news stories and investigations. The Sun-Times and Reader trump them everytime.
I don't think the copy's too long in most of them, but I think the logo gets overshadowed. If I were riding by a bus shelter, I'd never notice it, I'd be too busy reading the ad itself.
I tend to read/notice wordy ads more than things like, say, H&M's latest styles. (Personal preference - I like words more than clothes/perfume/gorgeous people.)
That said, the only ad I've seen is the mask one, and that was on a Tribune box. If I'd seen one while in motion, I don't think I would have gotten to the logo in time....
Conclusion: I agree with Mary.
none of those ads inspire me to pick up the trib.
i saw one of them yesterday on a bus stop.
copyranter is on point--"while the art direction is attractive, the headlines are clunky and weak". some of them do work better than the others, but i definitely like these ads.
The best investigative reporting may be coming from The Reader, however the tone of the writing (to me) lacks objectivity. 'Whiny' is probably too strong a criticism, but it seems to fit.
I can only assume that these work better than if the Sun-Times tried this.
"Hey, you know that inane shit that people love?
That's our front page."
"Hate Mondays? So do we. Here's a picture of a puppy."
Covering the stories that have no bearing whatsoever on your life
The Sun-Times
Sigh, the golden days are truly over. Was this a school project? Come on!
I'm referring to advertising--though journalism and newspapers apply as well.
Chicago was once the ad town... the news town. Now its... what?
These ads make no sense after the collective love fest leading up to the failed Olympics bid on the part of every media outlet, save the Reader. MayDay's recent budget speech was filled with BS (not raise taxes, but prop tax going up by 7%; canceling 2 TIFs leads to $8M in revenue for city budget yet he has claimed for years that TIFs have no impact on city budget) and again only the Reader calls it out. Maybe if the Tribune actually did what the ads purport the ads wouldn't be necessary.
Ye Olde Chicago Tribune:
"Unblinkingly endorsing the GOP candidate since 1847"
Well, not so fast. I believe they backed Obama over McCain. Trib Backs Obama
But, yeah, it was the first time in 161 years they did it, so you're pretty much right on.
"The Tribune Media Super Duper MegaCorp ... buying up and squeeezing the lifeblood out of former hometown media since 1985."
Those quotes are funny for anyone that has even a loose knowledge of The Trib's right wing behavior over its history.
How about "Dewey Defeats Truman" - The Chicago Tribune.
Defeating Truman since 1847
It's too bad there aren't any talented designers or copywriters in Chicago who the Trib can tap for this kind of work. If only Chicago were an international hub for ad work that attracted amazing talent from all over the country/world.
I actually these ads work. The paper mache style works with the newspaper it's selling, the blue is punchy without being cartoony, and the lengthier captions are effective -- sometimes, grand ideas can't be summed up in ten words or less.
*ahem* That should read, "I think these ads work." Evidently, I'm in need of a copy editor.
Face it, the Trib is the paper of the parents who's children read the Red Eye. How can they cover city hall when they are busy polishing Daley's shoes? Maybe they should hire Ben Joravsky!
Yes the papier mache style is very appropriate when applied to the Tribune. "Making a Piñata? Think of the Tribune."
The copy--especially in the briefcase ad-- is terrible. May as well be...
"Hey politicians, like- you know when someone points like- two fingers at their eyes and stuff?..."
Lets here it for world-class Canadian creative work. I hope they got a deal.
Very clever, Handlord. What I meant was that the paper mache style and texture makes you think of paper and its physicality (read: I can pick this up and take it with me), which is the one leg up newspapers have over other media.
"sometimes, grand ideas can't be summed up in ten words or less."
true, but that grand idea about "politians, were watching you" could have been phrased "politians, we're watching you" instead of all that fingers-eyes-pointing stuff.
You know, brevity, soul, wit and all that.
I disagree -- your brief version sounds creepier, almost Big Brother-like, because it's so intentionally vague. Their version describes the same thing as yours, but through a specific action, and it does so as succinctly as possible.
Well, it could be a little tighter, but I still prefer theirs to yours.
OK, my version was a sent-from-my-iPhone-while-on-a-bus-from-the-top-of-my-head version not meant to be taken literally. I'm not an ad copy writer but I stick by my assertion that their version is too damn long. it could have been pithier, shorter and more too the point while losing none of the wit they were obviously seeking.
That's such a cop-out, Stealth.
What's a cop out? I said the ad tagline should be shorter and I still believe that. And you pretty much said so yourself. If you honestly think that the EXAMPLE I gave is my final thought on the matter that you're missing the point entirely. So where am I "copping out"?
"Stealth, you said they tagline should be 'Politicans, we're watching you' and now you're saying it was a quck off-the-top-of-your-head comment."
Yeah...it was. Trust me, I didn't sit there and give this thing hours of thought.
Lately things around here are being taken WAY to literally and/or personally. What the hell is going on these days?
Lately things around here are being taken WAY to literally and/or personally. What the hell is going on these days?
Exhibit A: You, right now. Calm down.
I'm calm, slap. Someone who considers a throwaway line a "cop out" needs to refill the Valium supply.
oh, i saw that hospital one the other day, and really liked it. i was going to take a picture, but was in a hurry. i had NO clue it was for the trib.
"i had NO clue it was for the trib."
Heh. I think that's a problem.
You really need a good appreciation of the absurd when it comes to these Trib ad's that pretend to inform and empower the average citizen.
How about "Enabling the ruling class since 1847."?
"Selling newspapers until 2010"
I like the ads, just not the Tribune.